A study on Apple and its actions in retail marketing

Abstract

The present work aims to study the marketing and retail actions of the Apple brand and its effects on the marketing environment. Thus, the central problematization seeks to understand how Apple's retail marketing occurs and what are the resulting impacts of these actions on the marketing environment. To this end, the research begins with an analysis of the structure and systematization of the company Apple, seeking to understand its internal organization and how this influences its retail marketing strategies. Then, the specific actions and strategies adopted by Apple in the context of retail marketing are analyzed, such as the design of its stores, customer service, product presentation and holding special events. Faced with this look, the methodology is understood in a systematic review of the existing literature on Apple and its retail marketing actions, so it was possible to obtain a solid theoretical basis. In this way, electronic databases were consulted, including books, scientific articles and other relevant sources, which address the subject of marketing and retail, trying to understand how it occurs and what are the stimuli that keep the Apple brand in the market until the current market scenario. . The results of this research bring relevant information about how the Apple brand behaves within retail in relation to marketing, understanding the strategies adopted by Apple and their impacts on the marketing environment is essential for understanding the company's success in the technology market. Furthermore, this study contributes to the marketing area, providing a detailed analysis of Apple's retail marketing actions. With this perspective, the results obtained can serve as a reference for companies in the technology and retail sector that wish to improve their marketing strategies, in addition to offering a starting point for future academic research on the subject. In short, through a systematic literature review and analysis of Apple's retail marketing actions, this study provided a deeper understanding of how the brand positions itself and influences the marketing environment. This acquired knowledge is valuable both for professionals in the sector and for researchers interested in exploring this specific topic.

DOI:https://doi.org/10.56238/uniknowindevolp-072